Market categories help customers understand what your offering is all about and why they should care. Trends help buyers understand why this product is important to them right now.

Market categories are a collection of products with similar characteristics. Trends are more like a characteristic itself, but one that happens to be very new and noteworthy at a given point in time.

Your target market is the customers who buy quickly, rarely ask for discounts and tell their friends about your offerings.

If unique attributes are your secret sauce, then value is the reason why someone might care about your secret sauce. Value should be as fact-based as possible.

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the unique attributes are often related to a combination of expertise and experience.

It’s important to really understand what customers compare your solution with, because that’s the yardstick they use to define “better.”

The competitive alternative is what your target customers would “use” or “do” if your product didn’t exist. Our customers often do not know nearly as much about the universe of potential solutions to a problem as we

These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The